Rocky's matcha is a side hustle.

@secondbest_2

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Selling · Ecom Product

Rocky's Matcha https://rockysmatcha.com/ ↗

Why it worked

The video works by framing the product as a case study for a relatable struggle—balancing a side hustle with a demanding full-time job—which builds authority and interest in the brand without feeling like a traditional ad.

Summary

The creator discusses the success of Rocky's Matcha, a brand built as a side hustle by a full-time employee, and reflects on her own experience balancing a corporate job with her own startup. She highlights the brand's growth through word-of-mouth and expresses interest in how the founder manages his time and team.

Structure

1Introduction to Rocky's Matcha as a successful side hustle
2Background on the founder's full-time role at Beats
3Creator's personal reflection on balancing a job and a startup
4Analysis of the founder's strategy and team building
5Teaser for a future video on the benefits of keeping a side hustle

Product placement

Rocky's Matcha is the primary subject of the video, shown in the creator's hand and through screenshots of the brand's social media and job postings.

Original caption

would loveee to know other brands built this way! #sidehustles #rockysmatcha #cpg #startups

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On-screen text

the side hustle with 10,000+ orders Rocky's matcha is a side hustle which is kind of crazy for a brand that has this cult like status and has over 10,000 orders on Shopify So the founder, Rocky Xu is the global head of brand partnerships at Beats, which is not a chill job by any means, but the fact that he's able to build this brand through word of mouth and essentially no paid ads is honestly incredible. And I kind of wish I knew about this when I was working at Disney+ and building my sunscreen brand on the side because I really just didn't have anybody that I could look up to who was doing what I was doing. Everybody I saw on my feed were either full time founders or people quitting their jobs very soon to start their company But nobody was like 3, 4, or even 5 years into building their brand while still working a job And I think for me, it created a lot of self doubt about why I wasn't doing what they're doing Ultimately, I did go full time on being a founder because I felt like I was burning the candle on both ends and not doing anything particularly well so I had to choose. So I had to choose. When I see people like Rocky doing this, I wanna know things like how do they prioritize their time and what is their day actually look like? To be fair, he does have a business partner and I saw that they were hiring for a Head of Sales so he is being really thoughtful about building out his team This might be controversial, but I also think there's a lot of good reasons to be doing what he's doing instead of going full time into your brand But I'll save that for another video.

Transcript

Rocky's matcha is a side hustle, which is kind of crazy for a brand that has this cult like status and has over 10,000 orders on Shopify. So the founder, Rocky Xu is the global head of brand partnerships at Beats, which is not a chill job by any means, but the fact that he's able to build this brand through word of mouth and essentially no paid ads is honestly incredible. And I kind of wish I knew about this when I was working at Disney+ and building my sunscreen brand on the side because I really just didn't have anybody that I could look up to who was doing what I was doing. Everybody I saw on my feed were either full time founders or people quitting their jobs very soon to start their company. But nobody was like 3, 4, or even 5 years into building their brand while still working a job. And I think for me, it created a lot of self doubt about why I wasn't doing what they're doing. Ultimately, I did go full time on being a founder because I felt like I was burning the candle on both ends and not doing anything particularly well so I had to choose. But when I see people like Rocky doing this, I wanna know things like how do they prioritize their time and what is their day actually look like? To be fair, he does have a business partner and I saw that they were hiring for a Head of Sales so he is being really thoughtful about building out his team. This might be controversial, but I also think there's a lot of good reasons to be doing what he's doing instead of going full time into your brand. But I'll save that for another video.